Public Relations Strategies To Improve Competitiveness At Rejang Lebong State High School 4
DOI:
https://doi.org/10.36668/jal.v14i2.1649Abstract
This study aims to analyze public relations strategies in strengthening the competitiveness of institutions at SMA Negeri 4 Rejang Lebong. The research approach uses qualitative methods with observation and interview techniques with the school's public relations department. The results show that the public relations activities at SMA Negeri 4 Rejang Lebong are oriented towards aligning the vision of public relations with the school's vision, which is “excellent, religious, and environmentally conscious.” The communication strategy is implemented through the publication of academic and non-academic activities using various digital media such as Instagram, TikTok, and YouTube. The use of social media has become an efficient and low-cost promotional tool, which has significantly improved the school's positive image and strengthened its credibility in the eyes of the community. In addition, public relations also plays a role in building harmonious relationships between the school community and the external public through the delivery of transparent and educational information. These efforts have resulted in increased interest from new students without the need for conventional promotion. Thus, the digital-based public relations strategy has proven to be effective, efficient, and adaptive to developments in modern communication, as well as contributing significantly to increasing the school's competitiveness.
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